Sales Force Automation (SFA) Software | Azuvio
SFA Software • part of Azuvio
SFA Software — mobile-first Sales Force Automation for FMCG & distribution
Mobile offline-first app for sales reps visiting customers daily: catalog with live stock & customer-specific pricing, order in seconds, optimized route, documented visits (shelf photo + survey), all synced back to OMS/ERP on reconnect.
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Calculate field-agent ROI
- 200+ active companies in FMCG distribution
- Mobile offline-first — works with no signal
- Native sync with Azuvio OMS, SAP, Charisma, Senior, WinMentor
Your field rep no longer carries paper and calls the office for stock
Field reps lose 1–2 hours a day on rewriting orders, phoning the warehouse for stock and prices, and having orders keyed twice into the ERP. Azuvio SFA removes all of that: the rep has the full catalog with live stock and contracted price per customer on their tablet/phone, places the order in seconds, photographs the shelf, fills the visit survey — and it all syncs automatically to OMS and ERP, even when they lose signal between stores.
SFA flow diagram: field rep (mobile offline) → SFA app (catalog + stock + order + visit photo) → OMS/ERP sync (order intake, stock allocation, invoicing)
Field rep
Tablet · Phone · Offline-first
Azuvio SFA
Catalog · Order · Visit · Route
OMS / ERP
Order · Stock · Invoice
Manager
KPIs · Route · Shelf photo
Proof & experience
Built with real field teams, since 2014
EDI live with major retailers since 2014. SFA was born from our FMCG customers' demand. Below — representative scenarios based on typical Azuvio rollouts.
Built by Azuvio
- 12+ years in FMCG distribution — EDIconnect running since 2014
- 200+ active companies, many with 10–100 field reps
- R&D + support team in Romania, in your language
- Public API docs (Postman), changelog & roadmap inside each instance
Representative scenarios
Numbers below are aggregated from typical Azuvio rollouts (FMCG distributors, producers with own team, importers). They do not represent a single customer; they illustrate the levels we see 3–6 months post go-live.
FMCG distributor with 24 field reps
Orders on paper, phone calls for stock/price, retyped in ERP end-of-day. 4–6h/rep/week lost.
Order straight from the app, live stock & price. +30% visits/day, zero retype errors, orders ready to invoice same day.
Visits / rep / day
+30%
Retype errors
−95%
Order → invoice
0 days
FMCG producer with own team
No route visibility, stores skipped, incomplete shelf photos, no data for retailer audits.
Optimized route + visit survey + shelf photo with GPS tag. Retailer audit passed, 100% manager visibility.
Visits documented
100%
Route coverage
+22%
Daily reporting time
−40%
Industrial importer/distributor
8,000-SKU catalog, customer-specific prices, complex B2B orders in the field with calculator + Excel.
Catalog filtered per customer, contracted price auto-applied, discounts and bundles in-app. Order in 90 sec.
Avg time per order
90 sec
Avg order value
+18%
Rollout for 40 reps
3 weeks
What makes Azuvio SFA different
6 capabilities you get from day one
Offline-first mobile catalog
Full catalog synced on device. Works with no signal — orders save locally and sync automatically on reconnect. Zero orders lost on the road.
Live stock & customer-specific pricing
Rep sees real warehouse stock and the customer's contracted price. Discounts, promo bundles and constraints (blacklist, credit limit) applied automatically.
Order in 60–90 seconds
Quick-order from history (customers repeat 80% of orders), barcode scan, fast filters, recurring orders. No code typing, no calculator.
Documented visit (shelf photo + survey)
Shelf photo with GPS tag and timestamp, configurable survey (share of shelf, OOS, competitor prices, POSM), customer signature. Entire visit dossier in one place.
Optimized daily route
Auto-planned route based on priorities (planned visits, recurring orders, promo opportunities). Map view + geo check-in.
Real-time manager dashboard
Manager sees live: who's in the field, how many visits, order value, shelf photos, KPIs per rep. Daily report auto-generated, no Excel.
Standalone or Smart Layer — your choice
SFA on its own or as part of the Azuvio suite (OMS + WMS + EDI)
Standalone
If you want to digitize ONLY the field team and keep your current ERP: SFA pushes orders straight to your ERP (SAP, Charisma, Senior, WinMentor, SmartBill, etc.) via REST connector. Everything else stays the same.
Companies with a working ERP that only want a field-rep app
Smart Layer (with Azuvio OMS)
Combined with Azuvio OMS it becomes a complete system: field orders enter the same pipeline as EDI/eCom/marketplace orders, get validated, stock-allocated (ATP), routed to WMS and invoiced automatically. End-to-end visibility.
Distributors and producers selling omnichannel
Native connectors to your ERP and systems
You don't have to change anything. SFA connects to what you already have.
Azuvio OMS
Native integration — orders enter the pipeline directly
SAP Business One / S/4HANA
Two-way REST API: customers, prices, stock, orders
Charisma / Senior / WinMentor
Native connectors for Romanian ERPs
NetSuite / Dynamics 365
Sync via standard REST API
SmartBill / Saga / external accounting
Pushes orders/invoices for bookkeeping
Maps & GPS
Google Maps / Waze for route and geo check-in
ANAF e-Invoice
Invoice auto-generated and submitted to SPV
Photo processing (optional AI)
Share-of-shelf and OOS detection from shelf photos
Azuvio SFA vs alternatives
Fair comparison: each tool has a different scope
- Capability
- Azuvio SFA
- Salesforce / Repsly
- Excel + WhatsApp
Mobile offline-first (no signal needed)
Native
Yes
No
Catalog with live ERP stock
Native
Custom dev
No
Customer-specific price + discounts
Native
Yes
Manual
Shelf photo + visit survey
Native
Yes
No
Local ERP integration (Charisma, Senior, WinMentor)
Native
No
No
OMS/WMS/EDI integration
Native (Azuvio)
Custom dev
No
Setup
2–4 weeks
3–9 months
Instant (but doesn't scale)
Cost per rep
€20 / month
€75–150 / month
€0 (but heavy losses)
Local RO support
Yes, in Romanian
Limited
—
For mid-market Romanian FMCG distributors and producers, Azuvio SFA covers 95% of what Salesforce SFA does, at 15% of the cost and a fraction of the implementation time.
Who benefits most
FMCG distributors with field teams
Reps visiting 15–30 stores per day (HoReCa, traditional trade, small retailers). 1,000–10,000 SKU catalog, customer-specific pricing, next-day delivery.
Producers with their own team
Brand owners visiting their own retail footprint. Shelf photos for audit, share of shelf, OOS, POSM. KPIs per rep, per route.
Importers & industrial distributors
Complex catalog, negotiated per-customer prices, B2B orders with many lines. SFA keeps the rep at 90 sec/order, not 15 minutes.
8 capabilities that matter in the field
Everything a rep needs to be efficient — without calling the office.
Quick order from history
Customers repeat 80% of orders. One click brings up the recurring order, you just tweak quantities.
Barcode scan
Phone camera → adds product to order. Useful when the customer shows you the shelf.
Catalog with photos & datasheets
Visual for rep and customer. Product sheet with description, packaging, MOQ, delivery terms.
Live discounts & promos
Active promos per period, per customer, per bundle. Auto-applied, no calculator needed.
Credit & balance check
Before confirming the order — see customer balance and credit limit. Alert if exceeded.
Shelf photo with tags
Photo with timestamp, GPS, tied to customer and visit. For retailer audits and share of shelf.
Configurable visit survey
Questions per customer / vertical: OOS, POSM, competitor prices, feedback. You define the fields.
Customer signature on device
Order confirmation on screen. Stored in the visit dossier and emailed.
SFA vs CRM vs OMS — who does what?
Three complementary systems. Combined, they form a complete operational layer for distribution and sales.
- Capability
- SFA (Azuvio)
- CRM (classic)
- OMS
Mobile offline field order
Yes — native
No
No
Catalog with stock & per-customer price
Yes — live
Limited
Back-end only
Shelf photo & visit survey
Yes
No
No
Sales pipeline & opportunities
Partial
Yes — master
No
Multi-channel order capture (EDI, eCom)
No
No
Yes — master
Stock allocation & ATP
No
No
Yes — real-time
Optimized daily route
Yes — native
No
No
Live field-team visibility for manager
Yes — live
Partial
No
Simple rule: CRM handles the relationship and pipeline, SFA executes the sale in the field, OMS orchestrates orders into the warehouse and invoicing. All three complement each other — and all three are Azuvio modules.
Frequently asked questions about SFA
What is SFA (Sales Force Automation)?
SFA is the software that digitizes the field sales rep's day: mobile catalog with live stock and customer-specific price, order placement in seconds, optimized route, shelf photo, visit survey, auto-sync to ERP. It replaces paper, calculator and phoning the office.
What's the difference between SFA and CRM?
CRM manages the relationship, pipeline, opportunities and contacts. SFA executes the actual field sale: order in seconds, catalog, visit, shelf photo. Large enterprises run both; mid-market companies often need SFA even before CRM if they have a field team.
Does it work without signal?
Yes — Azuvio SFA is offline-first. Catalog, stock snapshot, customer-specific prices and history live on the device. The rep places orders without signal, and on reconnect everything syncs automatically. Zero lost orders.
Does it integrate with our ERP?
Yes. We have native connectors for SAP, Charisma, Senior, WinMentor, NetSuite, Dynamics 365, plus REST API for any custom ERP. Data exchange covers customers, prices, stock, orders, invoices.
How many reps can use it at once?
From 1 to 500+. The architecture is multi-tenant and each Azuvio instance scales at Kubernetes cluster level. Largest active SFA team in our base: ~120 reps.
Can we configure the visit survey?
Yes. You define the fields (text, number, select, photo, signature), the rules (required/optional), the validation. Different per vertical (HoReCa vs traditional trade vs modern trade).
How long does implementation take?
Standalone (SFA only, connector to your ERP): 2–4 weeks including team training. With Azuvio OMS (full suite): 4–8 weeks. Assisted onboarding for 60 days is included.
How much does it cost?
From €12/user/month (Startup), €15 Essential, €20 Pro, €28+ Enterprise. For comparison, Salesforce Sales Cloud starts at €75/user/month, Repsly at €50. 15-day free trial, no card required.
Can we do retailer audits with shelf photos?
Yes. Photo + timestamp + GPS + customer/visit tag, tied to the share-of-shelf survey. PDF export with the monthly dossier for Carrefour, Kaufland, Mega Image, Auchan audits.
Does it run on Android and iOS?
Yes — native apps on both. We recommend Android for large fleets (lower device cost, easier MDM management). iOS for premium teams.
Is there an on-premise option?
Default SaaS on AWS (recommended — uptime, backup, scaling). For enterprise customers who explicitly request it, we offer on-premise with Kubernetes deployment in their own infrastructure.
How Azuvio SFA works — 6 end-to-end steps
From the moment the rep leaves the office to the moment the invoice reaches the customer.
Morning sync
On app start: updated catalog, stock snapshot, customer-specific prices, optimized daily route, planned orders. 30 seconds on Wi-Fi.
On the road — offline-first
Rep works without depending on signal. All needed data is local. Map and route work via GPS, no mobile data needed.
At the customer — the visit
Geo check-in, sees order history and current balance. Places the order in 60–90 sec (quick order / scan / catalog). Shelf photo, survey, signature.
Automatic validation
Before saving: balance check, credit limit, active prices, reserved stock, conformity with framework contract. Problem orders go into an exception queue — none are lost.
OMS/ERP sync
On reconnect (or instantly if signal is available), the order goes to Azuvio OMS or directly to the ERP. The pipeline takes over: stock allocation (ATP), routing, WMS, AWB, invoicing.
Manager visibility
Manager sees live: completed visits, placed orders, daily value, shelf photos, KPIs per rep. Daily report auto-sent via email/Slack/Teams.
When you need SFA — and when you don't
Honesty before marketing. SFA solves a specific problem, not every problem.
You need SFA if...
- You have 3+ reps visiting customers daily (HoReCa, traditional trade, B2B industrial)
- Reps still use paper, Excel, WhatsApp and phone the office for stock/price
- You want to eliminate manual order retyping into the ERP at end-of-day
- You work with major retailers who require audits (share of shelf, shelf photo, OOS)
- You want real-time manager visibility on routes, visits and per-rep KPIs
- Orders are delayed 1+ days between placement and invoicing
You DON'T need SFA if...
- You only sell online (eCommerce, marketplace) — then you need OMS
- Your sales team works only from the office on phone and email — then you need a classic CRM
- Under 3 field reps — a simple process with phone and a shared Excel may still be enough
- You're looking for production planning or warehouse management — SFA isn't that
- You need a full accounting system — Azuvio doesn't do accounting, by design
SFA glossary — terms you'll hear
Sales Force Automation vocabulary, in plain English.
SFA (Sales Force Automation)
Software that digitizes field sales rep activity — catalog, order, visit, route, ERP sync.
Offline-first
Architecture that puts data local-first and syncs when signal returns. The app works 100% without network.
Traditional trade (TT)
Sales channel through small, independent stores (kiosks, mom-and-pop). Requires direct rep visits.
Modern trade (MT)
Sales channel through organized retailers (hyper, super, cash & carry). Works via EDI and framework contracts.
HoReCa
Hotels, Restaurants, Catering — channel with frequent visits, small but recurring orders, complex product mix.
OTIF (On-Time In-Full)
Percentage of orders delivered on time and complete. Key KPI — below 95% triggers retailer penalties.
Share of shelf (SoS)
Percentage of shelf occupied by your products vs competition. Measured via shelf photo and analyzed manually or via AI.
Out-of-stock (OOS)
Your products missing from the shelf during the current visit. Critical KPI — every OOS day = lost sales.
POSM (Point of Sale Materials)
Shelf promotion materials: stand, wobbler, sticker, poster. SFA checks their presence and condition.
Geo check-in
Confirmation that the rep was physically at the customer (verified lat/long). Required for real visit tracking.
Quick order
Predefined recurring order — the rep repeats it in one click and tweaks only what's different from last time.
Customer-filtered catalog
Only the products listed for that customer, at their contracted price. Eliminates the risk of selling a non-listed product.
Backorder
Order accepted even without immediate stock — the system holds it and releases automatically once stock returns.
ATP (Available-to-Promise)
Real-time available stock that can be firmly promised to the customer, accounting for existing reservations.
Continue exploring
Relevant pages from the Azuvio ecosystem
Azuvio OMS
Order Management — multi-channel order capture, stock allocation, routing, invoicing.
Azuvio CRM
Customer Relationship Management — sales pipeline, contacts, opportunities.
ERP & system integrations
Full list of native connectors.
For Sales Rep
How SFA changes the day of a field sales rep.
For CRO
SFA from the sales leadership perspective.
Use cases & verticals
FMCG distribution, producers with own team, industrial importers.